Roundtable
Optimize Your Media Spend and Maximize the Bottom-line with Marketing Mix Modeling
Over the last several years, and especially during financial downturns, business pressures have made marketing executives and their teams more bottom-line and financially focused. Marketing professionals at all levels need to be more financially prudent, demonstrate marketing spend return on investment (ROI), and maximize payout of marketing and advertising budgets while generating more with less.
Today’s marketers are challenged with ways to improve their media spend:
- Which media allocation changes will maximize sales?
- Where to reduce media spend while minimizing the impact on calls and sales?
- How to quantify the contributions from each media channel?
- What mix of media, messaging and promotional offers is required to meet goals?
- How to make adjustments and generate accurate forecasts based on fluctuating media budgets, strategies, and market dynamics?
In this roundtable session, Jason Winston of Comcast Business and Paul Bowman of Bowman & Partners will present how Comcast, working closely with Bowman & Partners, has employed Marketing Mix Modeling to provide needed insights into making marketing spending shifts across media channels. Attendees will have an opportunity to participate in discussion on improving calls and sales performance.
Speaker(s)
Jason Winston
Sr. Manager, Demand Generation - West Division, Comcast Business
Jason is currently responsible for demand generation programs for the seven-region West Division of Comcast Business. This includes ensuring the right mix of direct mail, print, radio, display and other channels to generate the most effective calls and sales. He is also responsible for the management of the first lead nurturing and marketing automation program for the company.
His career includes years of direct marketing experience with many of the top advertising agencies in the country including Chiat/Day, Saatchi & Saatchi Direct, Ogilvy Direct and others. In these roles Jason was able to obtain a broad understanding of lead generation, brand management and creative development while working with major clients such as Nissan Motor Corporation, Toyota Motor Sales, IBM and Sun Microsystems.
Paul Bowman
Principal, Bowman & Partners
Paul works closely with clients in a thought-leader role to develop analytically-driven customer management strategies that expand customers’ value through predictive multi-channel marketing initiatives. His career includes more than 25 years of experience in establishing and managing customer programs that help grow customer value for companies within the telecommunications, retail, restaurant, pharmaceutical, and travel industries.
Paul is a recognized industry leader in driving customer loyalty and retention by changing customer behavior through integrated marketing programs that leverage behavioral and motivational insights across a variety of media channels and audience segments. Previously, Paul was SVP at Ryan Partnership, Managing Director of Customer Strategies for Merkle and also Managing Director of Direct and Loyalty Marketing at Hawkeye Group. Earlier, Paul held senior management positions at RAPP, Brierley & Partners and MRM. He is a recent recipient of both the DMA ECHO Award and the NCDM Multi-Channel Marketing Gold Award for customer programs he lead from insight through implementation.
